What Sticks is the one book that explains exactly how marketing and advertising works today! Based on new insights from analysis of over $1 billion worth of advertising.

Decades ago it was okay to believe, as retail magnate John Wanamaker did, that Half the money I spend on advertising is wasted; the trouble is, I don't know which half. However, today the stakes are much higher. Marketing thought leaders Rex Briggs and Greg Stuart estimate that $112 billion in advertising spending in the U.S. alone is wasted, cutting deeply into company profits.

What Sticks uncovers bold new insights from the largest-ever global marketing research project among 30 Fortune 200 companies, including: Procter & Gamble, Johnson & Johnson, Kraft, McDonalds, Unilever, Ford and others. This is a comprehensive and solutions-oriented book that outlines how any marketer, at any level, can guarantee their advertising succeeds.

Marketers cannot ignore the findings or the solutions revealed in What Sticks, such as:

* Why 47% of the advertising campaigns studied didn't work and what you can do to guarantee yours does

* How to spend the same advertising budget, but get better results

* How to get your CFO and CEO to eagerly increase your marketing & advertising budget

* How to forecast next year's advertising budget (Hint: It's not by using last year's spending!)

* How to immediately fix your advertising by applying these principles and real nuggets of wisdom

Revitalize your advertising and join the new marketing revolution at www.whatsticks.NET

Product description

About the Author

Rex Briggs is the founder of Marketing Evolution, the leading marketing effectiveness research and consulting firm with clients in more than 20 countries. Briggs began his career at the market research firm Yankelovich Partners, and also served in senior positions at some of the nation's top-flight organizations, including the WPP Group. He has been named as one of the ""Best and Brightest"" in media and technology by AdWeek, and has won a range of awards in CRM, Branding, Direct Marketing, Internet Marketing, and advertising measurement research.

Greg Stuart is the CEO and President of the Interactive Advertising Bureau, the leading global advertising association representing Google, MSN, NYTimes.com, Yahoo!, and over 300 other companies. He has led the U.S. Internet Advertising industry from $6 billion to $16 billion in the past four years. A 20-year veteran of the advertising industry, Stuart has worked with leading marketers, advertising agencies, and new media businesses around the world.

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Like so many books with such glowing reviews on the jacket, this one disappoints. You realize on page 1 you are in trouble when the authors fall into the trap of referring to marketing communications (i.e., advertising) by the generic term "marketing." As if product, pricing, etc. are something other than marketing issues.

The basic message of this book is to test - be careful about making sure you get the motivations of your target audience correct, build the right creative message and place it in the right media. All of these aspects should be tested. OK. Not much new here, and the process is given the cute acronym ("COP") and examples of how companies didn't get some aspect of their marketing communications correct are given. If you want to get a very useful sense of what works in advertising, get the book "How Advertising Works" by Tellis. Leave What Sticks on the shelf.

Most helpful customer reviews on Amazon.com

Amazon.com:
3.0 out of 5 stars
25 reviews

Mark Pilipczuk

5.0 out of 5 starsBest How-To Marketing Book in the Last 15 years

June 4, 2008 - Published on Amazon.com

Format: HardcoverVerified Purchase

I actually rolled out the COP process, with a few localized tweaks, in my last Fortune 500 role. It absolutely works. As some of the other reviewers have mentioned, you will get pushback from those who feel more comfortable marketing by feel and intuition. Applying rigorous process and discipline to marketing processes does work.

If the book seems repetitive at times (and it does) it's because of the need to give examples in different businesses to give credence the concept that process-oriented marketing works across industries and is not just a one-off that only works in a few industries.

If you are in the advertising business, then you should read this book. Although it focuses on large corporations and their advertising strategy, the lessons learned can be applied to even the smallest business. Make no mistake; the subject matter is about media/marketing research and how it can make advertising more effective.

5.0 out of 5 starsNot the information big agencies want to hear but exactly the information that will transform your marketing and advertising

September 6, 2006 - Published on Amazon.com

Format: HardcoverVerified Purchase

Many people who read this book will hate it . . . because it will challenge everything that they believe to be true and yet, once they get past the fear it will be their roadmap for the rest of their career or business.

This book is a powerful look at what truly works in consumer influence today. If you want to know what to do to get profitable results from your advertising efforts read this book. And, it doesn't matter if you advertise online or offline or what kind of business that you have.

Too many treat advertising as a necessary evil, something that is non-quantifiable and questionable in impact. What Sticks will help you turn your advertising from necessary evil to one of the most important business functions.

1.0 out of 5 starsMost disappointing marketing book in quite some time

November 10, 2006 - Published on Amazon.com

Format: HardcoverVerified Purchase

Must have been all the hoopla or maybe I thought it would be comparable to the groundbreaking "When Ads Work", but this book is basically a 20-page pamphlet masquerading as a book. It keeps repeating a few truism and cliches over and over and over... and did I say over?

In contrast to "When Ads Work" which shared the results of the research, this book gives very few useful pointers and shares almost none of the research.

In contrast to "The Marketing Revolution", it also doesn't offer any groundbreaking methodologies.

I was glad it was not the only book I took on my flight from Miami to Los Angeles, it really wasn't meaty enough to fill even half the flight.

Rex Briggs ought to have offered a money-back warranty. I would certainly take it!

The book is very good, it offers a progressive approach to advertising. Unfortunately I found it too much stress on selling Marekting Evolution, the author's company. It would have been much better book if it weren't that pitchy.